channel captain
Definition:
The member of the distribution channel who exercises influence and/or power over the other CHANNEL members, and ensures that it provides an effective link between producer and CONSUMER. In recent years the channel captaincy has tended to gravitate to the organization in closest contact with the ultimate user. Thus in CONSUMER GOODS, RETAILERS have displaced manufacturers as the channel captain, and for many industrial goods, stockholders and distributors have assumed the leadership role. Other sources of power besides direct contact with the user include financial strength, legal requirements and trade practice.
Cross-References:
[retailer]
[consumer goods]
[consumer]
[channel (of distribution)]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].